ASO from Zero: 6 Things to Do Before Your App Launches

Many developers and marketers think ASO (App Store Optimization) is something to worry about after launch. In fact, ASO should come in as soon as the first line of code is settled. Thorough preparation before launch not only saves you a lot of costly fixes later; it can directly decide whether your target users ever see your app.

The most important principle of ASO from zero is "plan before you act". This article breaks down, from hands-on experience, the ASO work you must finish before launch, so your app arrives at the starting line wearing running shoes.

1. Mine competitors for keywords and build your own keyword library

The foundation of ASO is keywords. Launching without keyword research is like going to sea without a compass. First, build a multi-dimensional keyword library.

1. Identify your real competitors Search the app store for your core business terms and find the top 10–20 apps with similar features. Record the words that appear frequently in their titles, subtitles and descriptions, and use tools such as Qimai (七麦, a Chinese ASO data platform) and Sensor Tower to see which keywords they cover.

2. Expand into long-tail and suggested terms Users' search behavior is far more long-tail than you'd think. Use the store's search suggestions (type part of a term and look at the dropdown) and tools' keyword expansion features to collect as many long-tail, question and scenario terms as possible, building an initial library of 200–500 terms. Mark each with search volume, relevance and competition difficulty.

3. Prioritize Split the library into: 1–2 highly relevant core head terms, a batch of mid-volume mid-tail terms, and plenty of low-competition but highly precise long-tail terms. New products start with low weight, and the first wave of traffic after launch usually comes from precise long-tail terms, so lean toward them early on.

Practical tip: track every term in a spreadsheet and decide in advance where it will end up (title, subtitle, or only the hidden keyword field). This directly guides your metadata writing later.

2. Hone your most powerful fields: title and subtitle

1. App name (title) On both Apple's App Store and Google Play, the title is the field with the highest search weight. The standard formula for a strong title is: brand name + core keyword + distinctive modifier. For example, a name along the lines of "XX Budget – Family Expense Tracker" naturally works in terms like "budget" and "expense". Mind the character limits (on iOS, staying within 30 characters is usually best; Google Play allows up to 30) so the title displays in full in search results and reads naturally.

2. Subtitle (iOS) and short description (Google Play) The iOS subtitle (30 characters) is shown directly in search results and has a huge impact on tap-through. Use it for secondary core keywords that complement the title, and describe the core function clearly. Google Play's short description (80 characters) works the same way: win users over with one compelling value proposition.

Before launch, weigh every word of these fields, and make sure any term already used doesn't waste precious space in the hidden keyword field.

3. Fill the invisible "hidden keyword field"

This area is only for machines, but it directly affects how many searches you appear in.

• iOS 100-character keyword field: separate terms with commas and skip spaces to save characters (e.g. "finance,bills,spending,savings"). Never repeat words already in the title and subtitle; Apple combines them automatically. You can include different tenses, singular and plural forms, even misspellings, because they're different search terms.
• Google Play long description: Google indexes the words in your description, so work core and long-tail terms in naturally and repeatedly, but never stuff them. The first few lines carry slightly more weight, so move keywords forward with infographic-style and feature descriptions while keeping the copy persuasive.

Before launch, fill the 100-character field tightly against your keyword library, without wasting a single character.

4. Lock in taps and conversions with visual assets

Once users see you in search, visuals decide whether they tap and download.

1. App icon Icons should be simple and recognizable, without too much text. Before launch, run a simple preference test: let target users pick the most appealing of several drafts. Use standout colors that set you apart from similar apps.

2. Screenshots and preview video The first two screenshots determine 70% of drop-off. Design screenshots around your core selling points with short, punchy captions, rather than just showing the interface. A preview video (under 30 seconds) is an even sharper conversion tool; show your coolest feature in the first 5 seconds. If resources are limited, secure the screenshots first, then go for the video.

Finish adapting to every size and device model before launch, so you avoid rejections for mismatched screenshot sizes and make a more professional first impression.

5. Set categories and localization to target the right audience

The right primary and secondary categories affect not only the chart competition you face but also your chances of editorial featuring. Before launch, analyze competitors' category choices and pick the one that best fits your features. Don't choose an unrelated category just to "climb the charts"; that risks rejection or removal by Apple.

If you plan to expand overseas, even if you're launching only in the Chinese storefront for now, prepare localized metadata in English or other target languages in advance. Localization isn't simple translation; redo a small round of keyword research based on local users' search habits and design screenshots for each language. Include these language packs at launch, and opening new regions later will be seamless.

6. Pave the way for ratings and external signals

You don't have ratings before launch, but you can:

• Build in a rating prompt: set rules in advance, for example gently prompting for a rating after the user completes a core action for the third time. Never prompt at first launch; it invites a flood of bad reviews.
• Prepare reply templates: draft sincere responses to negative reviews ahead of time to show you care as a developer.
• Set up basic external signals: a simple product landing page, an official social account, a press release ready to go... These help with Google Play ranking in particular, and build up brand searches for launch day.

With all of this ready, when you hit "Publish" your app won't step into the market empty-handed; it will be fully equipped to catch the first wave of search traffic.

Pre-launch ASO is the investment with the highest return. Spending a week doing these things properly is far more effective than watching dismal downloads after launch and then scrambling to rewrite your metadata. Starting now, let your ASO get one step ahead of your product.